| Search engine marketing, or SEM, is the art and science of increasing a website’s visibility within the search engine results pages. The management team at Bottom Line Search has years of experience building and managing search engine marketing accounts. Search engine marketing is comprised of pay per click search engine marketing and natural search engine optimization, otherwise known as SEO. While the two seem and sound similar, they are actually two very distinct methods of driving search engine traffic.
Pay-per-click search engine marketing is manipulated through the search engine interfaces of Google, Yahoo, MSN, etc. Since it is a cost-per-click pricing model, users are able to tailor their search engine ads, define target keywords, and alter their positioning directly through the interfaces. This model of search engine advertising can drive a high volume of clicks shortly after the accounts are launched. Pay-per-click is a great solution for clients needing to boost sales or sign-ups fast.
A longer term solution to driving traffic is search engine optimization or SEO. Search engine optimization can have a very powerful ROI when done correctly. Search engine optimization is the process of editing websites so that the search engine spiders will find and rank them in their results pages. SEO is comprised of various on and off page optimizations. Some of the major components of a search engine optimization plan include optimizing website structure, directory names, website code and content, inbound and outbound linking campaigns, blogs and RSS feeds. |
